While tourism leaders hope that a weakened dollar will inspire more visitation to the U.S., increased visa fees and domestic price jumps may offset those gains, as the U.S. battles a reputation for being low on value.
According to a new study from the National Travel and Tourism Office, cost-related factors -- price and value for money -- are ranked as the weakest parts of the U.S. travel experience for international tourists. The report, released this month but using data collected from international travelers in 2023, shows that the U.S. ranks highly in most categories the study looked at, such as shopping, culture and leisure and transportation infrastructure. But when it comes to delivering value for money, the U.S. is at a competitive disadvantage in almost all categories.
The study was done in 2023, when the dollar was stronger than it is now. According to Morgan Stanley, the value of the U.S. dollar against other currencies dropped about 11% in the first half of 2025, the biggest decline in more than 50 years.
Travel industry leaders are hopeful this might convert into more inbound visitation.
"Cost is always a factor that influences international travel decisions," said Fred Dixon, CEO of Brand USA. "Global travelers are weighing affordability across all destinations.
"That said, the picture is improving," Dixon added. "In several key international markets, recent exchange rate movements have made travel to the United States more accessible."
But for many international visitors, a $250 visa fee introduced this month for visitors from countries that are not part of the Visa Waiver Program, including top markets Mexico, China, India and Brazil, makes visiting the U.S. more expensive. It does not apply to visitors from Canada or countries in the Visa Waiver Program, which includes most of Europe, Australia, Chile, Japan and South Korea.
The U.S. Travel Association said that the additional fee could result in 1 million fewer international visits in 2026 and 3.5 million fewer international visits through 2028, translating to $10.6 billion in lost travel-related revenue.
"Any additional fee travelers are required to pay will impact choosing the U.S. as a destination," said Erik Hansen, head of government relations for U.S. Travel. He called the $250 cost a "travel-deterrence fee," saying it increases the up-front costs of visiting the U.S. by 130%. "That equates to an additional $1,000 for a family of four — money that won't go to American businesses.
"These fees are not reinvested in improving the travel experience and discourage international travelers from choosing the U.S. as a destination," Hansen added. "The more obstacles Congress creates to visiting America, the more the U.S. stands to lose from visitors who will choose other destinations instead."
And while a weaker dollar will make it less costly to visit the U.S. than before, international visitors will still encounter the high prices Americans have been seeing in the past few years. The Consumer Price Index, which measure a variety of consumer goods and services, such as food and apparel, rose 2.9% in August from a year earlier.
Those costs are hurting travel suppliers that offer domestic experiences, said Catherine Prather, president of the National Tour Association (NTA).
"NTA tour operators are telling me that vendors' rising costs are the most significant challenge they face in 2026," Prather said. "They're also concerned about declining consumer confidence, and these interrelated challenges impact both international inbound and domestic travel within North America."